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Cited by 1,017

The DOI matches its Crossref record; 2 of the 2 references it cites were found in a registry or an index.

A Consumer-Side Experimental Examination of Signaling Theory: Do Consumers Perceive Warranties as Signals of Quality?

Boulding, William, Kirmani, Amna·1993·Journal of Consumer Research
DOI 10.1086/209337
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Abstract

This article examines consumers' perceptions of warranties within the framework of economic signaling theory. We develop propositions about conditions under which higher warranties may lead to higher, lower, or the same quality perceptions as do lower warranties. These quality perceptions of consumers are consistent with different types of market equilibria predicted by signaling theory. The propositions are tested in an experiment which varies warranty length, warranty scope, and the conditions for warranty signaling. Results suggest that, in general, consumer responses to warranties are consistent with the behavioral assumptions of signaling theory. The authors suggest that consumer researchers can gain greater insight by integrating signaling theory with psychologically based approaches.

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Metadata

Authors
Boulding, W., & Kirmani, A.
Venue
Journal of Consumer Research
Publisher
Oxford University Press (OUP)
Published
1993-06
Volume
20
Issue
1
Pages
111
ISSN
  • 0093-5301 (ISSN-L)
  • 1537-5277
DOI
10.1086/209337
OpenAlex
W2011659350
Cited by
1,017
References
2
FWCI
15.39
Type
journal article
Language
en
Open access
closed

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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.

Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).

Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.